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This is the 10th international workshop for technical, economic, and legal aspects of business models for virtual goods incorporating the 8th ODRL community group meeting. This year we did not call for completed research results, but we invited PhD students to present and discuss their ongoing research work. In the traditional international group of virtual goods and ODRL researchers we discussed PhD research from Belgium, Brazil, and Germany. The topics focused on research questions about rights management in the Internet and e-business stimulation. In the center of rights management stands the conception of a formal policy expression that can be used for human readable policy transparency, as well as for machine readable support of policy conformant systems behavior up to automatic policy enforcement. ODRL has proven to be an ideal basis for policy expressions, not only for digital copy rights, but also for the more general "Policy Awareness in the World of Virtual Goods". In this sense, policies support the communication of virtual goods, and they are a virtualization of rules-governed behavior themselves.